Over the episodes (https://podcastpontifications.com/episode/how-to-produce-a-podcast-on-your-business-schedule) , I've convinced you of the importance of making sure your podcast accurately represents your business’s brand. Today, I’m sharing three tips to make sure you’re getting to that crucial alignment.
There’s no doubt that you put a significant amount of effort to make sure your business’, your organization’s, your nonprofit’s brand is on-point in all public-facing assets produced by your firm.
And it saddens me that all too many of your peers don't do the same thing with their business-focused podcast.
How bad would it be for your company if your business development lead went with a crappy PowerPoint presentation? With the logo of your business all pixelated because it was “upsized” from a thumbnail image and then expanded as the cover image? With crappy and inconsistent font usage (lots of Comic Sans)? Maybe with weird color schemes nowhere near your carefully chosen palette? Or filled with pictures of people with bodies stretched out of proportion? Or with ill-conceived transitions between slides?
You'd fire that business development person and hire someone else who cared about the quality of their pitch deck and respect for the established brand.
The same holds true for the people who are managing client relationships. What would happen if they showed up to a board meeting for a Fortune 500 client wearing ratty jeans and a poor-taste t-shirt?
You'd have issues with that, wouldn’t you?
Well that's might very well be happening with your podcast. Every single day, your podcast is representing your brand. To your customers. To your clients. To your prospects. Maybe to your competitors. Certainly to the public at large. Your podcast is causing those people to make assumptions about your brand.
Are those assumptions the ones you want?
Here are three tips that will help you make sure that you're giving your podcast’s listeners the best chance of making the right assumptions about your brand.
You have to become a listener of your podcast (and others).You wouldn’t let a brand new biz dev person pitch to a prospect or client without screening their deck and presentation skills, would you? And you’d likely accompany your biz dev people on key pitches from time to time so you could observe them in action, right?
Just like you’d monitor the real-world interactions between your account management people and your customers. Or just like you’d try your best to see with your own eyes how anybody else in your company is representing your company to the real world.
It’s incredibly easy to monitor your podcast. And not just occasionally. Always.
You are already observing how your people represent your brand in the real world, either by walking around the office, attending a few biz dev meetings, or even sitting in on client update sessions. Because you own the business, and you have a responsibility to make sure the people on your payroll are accurately representing the brand you've worked so hard to build.
So please, listen to your podcast. I am amazed at the number of business owners I have met just in the last six months -- in big companies and small -- who’ve have authorized someone in their organization to make a podcast for the company… yet the business owner has never listened to the final product.
And for the few that do listen to their company's show, that’s the only podcast they’ve ever listened to. Equally bad, because they may think “well, it’s a podcast, and podcasts are supposed to be lower quality than content produced for the radio, an audiobook, television, or any other form of media, right?” Wrong. Very, very wrong. So, please... Listen?
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